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With the emergence of various digital technologies, including big data and the Internet of Things, fresh e-commerce has gained new momentum especially after it became a fundamental demand during the COVID-19 pandemic. Freshippo, as Alibaba’s first fresh e-commerce company with the practice of the new-retail retailing method, its current business model and successful experience in the front end of fresh e-commerce have great analytical value. This paper takes Freshippo as the primary research subject, applies a case study analysis, and conducts a survey to collect customer feedback for Freshippo. This paper initially states the existing research result in business-to-customer(B2C) and new-retail retailing methods, then systematically analyzes Freshippo’s current operating condition based on the Osterwalder business model canvas. With the further support of survey feedback, three main issues that occurred in Freshippo’s ongoing operation, including limited payment method, excessive expansion cost and frustrating user experience have been revealed. In the end, this paper not only offers corresponding potential solutions for Freshippo but also provides proposals for other Freshippo-alike corporations.

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